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Dish TV launches pack at Rs 99 to rope in subs in DAS III areas

MUMBAI: Leading direct-to-home (DTH) player Dish TV is eyeing a lion’s share of subscribers in digital addressable system (DAS) Phase III areas.

The company, which already has a sub-brand called Zing for price-sensitive customers in some states, has launched ‘Dish99’, a new pack for subscribers moving from analogue cable to digital.

The new pack allows Dish TV customers to create their own pack for as low as Rs 99 and get access to 125 channels and services in digital quality.

Additionally, users can top it up with custom 17 entertainment add-on packs ranging from Rs 25 to Rs 75 and five regional add-ons for Rs 10 each.

A Dish TV spokesperson said, “TV viewing is ubiquitous and the most affordable means of entertainment in the country. It has always been our endeavour to provide unparalleled and most innovative services to our customers for a unique TV viewing experience. Now, with the deadline of Phase III of TV digitisation coming to a close, we aim to capitalise on the huge captive user base that would be switching from analogue cable to digital platform. ‘Dish99’ offers the power to create their own pack and ensures seamless services with uninterrupted entertainment at cost-effective rates to every household in India.”

The company has also launched a 360-degree multi-media campaign spanning TV (leading entertainment, sports and news channels), outdoor, radio, digital and websites, leveraging the power of popular TV celebrities.

The campaign features Dish TV’s relatable faces to strike a chord with the audience and create awareness about TV digitisation.

According to the company, the total number of analogue households under DAS Phase III stands at 33 million.